This was the launch of Giffgaff, O2’s experimental new mobile network. Instead of running big glossy TV ads, we decided to get Giffgaff’s potential customers to launch it for us. We invented a range of weird and wonderful tools, such as the world’s first pedal powered gramophone, which anyone could hire for free to spread the word about Giffgaff, both in the street and on the internet. Participants uploaded their videos to YouTube and got free calls for a year in return. The backscratching paid off – Giffgaff was well and truly launched.
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